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Developing Content that Persuades

Modern online marketing involves generating content that attracts the “right” audience and persuades them to take action. Here is a framework for determining what your audience cares about and how to develop and measure content that converts.

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Transcript of Developing Content that Persuades

Presenter: Steve MachesneyV.P. Strategy Fathom LLC Developing Content that Persuades Content Marketing Defined Official Definition: Content marketing is an umbrella term encompassing all marketing formats that involve the creation and sharing of content in order to attract, acquire and engage clearly defined and understood current and potential consumer bases with the objective of driving profitable customer action. Content marketing subscribes to the notion that delivering information to prospects and customers drives profitable consumer action. Content marketing has benefits in terms of retaining reader attention and improving brand loyalty. Source: http://en.wikipedia.org/wiki/Content_marketing Steve's Definition: Everything you do online and offline that starts a conversation that uncovers new possibilities and relationships. How it works online. PersonalityExpertisePhilosophyThinking Soft SellConveys: Consider Calls to Action

Do you want to build a community or an audience? Hard Sell on Website

Consider Calls to Action What's the "right" content? "Speak to the dog, about what matters to the dog in the language of the dog." ~ Jeff Eisenberg